BizSugar.com › Online Marketing › Email Marketing Newsletters – Deliverability, Complaints, and Sender Scores - The Official Blog by iContact

Do your sender scores really matter? Yes, because the lower a sender score, the more likely it is that your emails will not get to your subscribers’ inboxes. Also, the lower a sender score, the more your brand or company is associated with sending unwanted emails – or worse yet, after that last mass email, more people hit the “this is spam” button. The complaints recorded then become a destructive snowball rolling down the mountain, growing larger, wrecking the town (your email marketing plan) below.